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Chapters 1-4 Outline Material Type: Notes; Professor: Jillapalli; Class: CONSUMER BEHAVIOR; Subject: Marketing; University: Texas State University - San Marcos; Term: Fall 2012;
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Marketing Strategy: Market Analysis Market Segmentation Marketing Strategy Consumer Decision Process Outcomes Market Analysis Components:
Chapter 2 Outline: Cross-Cultural Variations in Consumer Behavior There are external influences that affect the way we think and feel about the way we live. External Influences that affect consumer behavior:
Chapter 3 Outline: The Changing American Society - Values Changes in American Cultural Values Cultural Values – Widely held beliefs that affirm what is desirable. Marketing Strategy and Values:
1. Green Marketing: Products are less harmful to the environment Products that have a positive impact on the environment; or Tying the purchase of a product to an environmental organization or event
Ascribed Roles – Something you were born with Vs. Achievement Roles – Something you work for. Gender Identity vs. Gender Roles Traditional vs. Modern Gender Orientation Market Segmentation Based on Role Identity Product Strategy Marketing Communications Retailing Strategy Gender – Based Market Segmentation
Xers are more highly educated than previous generations Xer women are more highly educated than Xer men Xers are getting married, having families and facing the time pressures Reaching Xers requires special attention to media particularly online Generally dual income This generation started seeing divorce rates go up Typically pay for – lawn care, babysitters, home theaters, piano/soccer practices This generation started the online experience Generation Yers: A Closer Look Really two sub-markets: Older Teens and Young Adults Expected to have the highest education of previous generations with incomes to follow Very tech savvy with media options including internet, cell phones, and video games A strong market for automobiles with brands Social Stratification
The Coleman-Rainwater Social Class Hierarchy Middle Americans